Big Social Mobile [electronic resource] : How Digital Initiatives Can Reshape the Enterprise and Drive Business Results /
Giannetto, D.author.
Big Social Mobile shows that big data, along with social and mobile media, can improve enterprise performance significantly, but only when implemented in a holistic fashion. This book offers an integrative process that has helped a wide range of businesses enhance what has traditionally made them unique, resulting in transformative results.
Description based upon print version of record.
Cover; Title; Copyright; Dedication; Contents; List of Figures; ACKNOWLEDGMENTS; INTRODUCTION; Part I SEEING AND THINKING BIG PICTURE; Chapter 1 THE INTEGRATED ENTERPRISE; BIG SOCIAL MOBILE VERSUS THE TRADITIONAL ENTERPRISE; ONE COMPANY'S JOURNEY TO BECOME BIG SOCIAL MOBILE; THE CHALLENGE OF COMPLEXITY; THE TRANSFORMATIVE POWER OF DISTRIBUTED INFORMATION; REDEFINING SUCCESS; AN APP FOR THE AGES; Chapter 2 BOTTOM LINE, MISSION-CRITICAL BENEFITS; SOCIAL MEDIA GOES STRATEGIC; IDENTIFYING AND GAINING CONSUMERS MORE COST-EFFECTIVELY; FACILITATING MICRO-MARKETING; UNCOVERING POTENTIAL NEW CUSTOMERS
IMPROVED CONSUMER TARGETING INCREASING CREDIBILITY USING THIRD PARTIES; IMPROVING CUSTOMER SATISFACTION; SHAPING CONSUMER BEHAVIOR; Chapter 3 OBSTACLES TO INTEGRATION; THE EIGHT-YEAR RULE; THE CORPORATE-CONSUMER RELATIONSHIP; THE MISUSE OF INFORMATION; LOSING SIGHT OF TRUE VALUE; THE TECHNOLOGY-BUSINESS GAP; Chapter 4 UNDERSTANDING THE NEW SOCIAL CONSUMER; REDEFINING THE CONSUMER; THE VALUE OF CONNECTING; THE POWER OF PASSION; SPEAKING THE CONSUMER'S LANGUAGE; THE CONSUMER'S DEFINITION OF VALUE; COMPETING FOR THE CONSUMER; Part II CREATING A BIG SOCIAL MOBILE ENTERPRISE
Chapter 5 UNDERSTANDING DIGITAL RELATIONSHIPS ACCOUNTING COMES OF AGE; DIGITAL CUSTOMERS; DIGITAL PROSPECTS; SOCIAL INFLUENCERS; PARTNERS; COMPETITORS; MULTIPLE (ONLINE) PERSONALITIES; Chapter 6 DEFINING CUSTOMER AND CONSUMER INTERACTIONS; KNOWLEDGE FUELS PERFORMANCE; TURNING CUSTOMER-CENTRIC INTO CONSUMER-CENTRIC; EXAMINING CONSUMER INTERACTIONS; DIGITAL CONNECTIONS TO THE ENTERPRISE; Chapter 7 IDENTIFYING IDEAL DIGITAL BEHAVIORS; THE ART OF SELF-IDENTIFICATION; GETTING CONSUMERS TO SHARE; BEHAVIORS THAT CREATE REAL VALUE; PREFERRED BEHAVIORS FOR EACH CONSUMER SEGEMENT
Chapter 8 ANALYZING PROFITABLE PATTERNS AND SEGMENTS IDENTIFYING CRITICAL MOMENTS; TRADITIONAL FINANCIAL ANALYSIS; THE BASICS OF SOCIAL SEGMENTATION; BEHAVIORAL ANALYSIS; SOCIAL ANALYSIS; GEOSPATIAL ANALYSIS; DEVICE ANALYSIS; THE ANALYSIS ADVANTAGE; Chapter 9 ALIGNING DIGITAL INITIATIVES WITH THE ENTERPRISE; THE PROCESS OF MANAGEMENT; STRUCTURING DIGITAL INITIATIVES; CONNECTING THE CUSTOMER JOURNEY TO THE ENTERPRISE; SENTIMENT, ENGAGEMENT, AND MANAGING RISK; Part III CAPITALIZING ON THE CONNECTION; Chapter 10 CAPITALIZING ON THE MOBILE MOVEMENT; MOBILE HELPS FIGHT CAVITIES
THE MOBILE CHALLENGE MOBILE EMPOWERS EVOLUTION; Chapter 11 DEMYSTIFYING BIG DATA; AN UNFORTUNATE MISNOMER; DATA WAS ALWAYS BIG; ENTERPRISE DATA VERSUS BIG DATA; THE STRUCTURE OF BIG DATA; INFORMATION, NOT DATA, GENERATES BIGGER CONTENT; Chapter 12 TECHNOLOGY TRENDS, BUSINESS IMPLICATIONS; BRIDGING THE PHYSICAL AND DIGITAL; TECHNOLOGY BREAKS THE PHYSICAL BARRIER; ALL BRANDS WILL BE LIFESTYLE BRANDS; EMBRACING THE FUTURE; Notes; Index
Includes bibliographical references and index.
Big Social Mobile shows that big data, along with social and mobile media, can improve enterprise performance significantly, but only when implemented in a holistic fashion. This book offers an integrative process that has helped a wide range of businesses enhance what has traditionally made them unique, resulting in transformative results.
Marketing.
Market research.
Economics.
Management science.
Marketing.
Market Research/Competitive Intelligence.
Economics, general.